In recent years, the global recession is serious. In the meantime, the global luxury goods industry continued to show high growth. The luxury goods were positioned as high prices goods. In the case of the rise of the emerging markets, consumers’ ideology have been changed, the most important thing for consumers to buy the luxury goods is quality and popular taste. In the past, the major luxury goods customer is the top of the pyramid customers, but now, the market has been extended to the middle class, even the young people. (Lu Yu-Feng，2004) The younger group purchase luxury goods intension not by their status, but focus on luxury goods taste, even for shaping self-image to stimulate their desire to buy. Oomae (1989) of the opinion that in order to establish long-term relationship with customers, the primary purpose of the corporate strategy is to provide the real value for the customer. The luxury brand’s customer value identity will affect customer purchase intention.
Therefore, the purpose of this research is to explore the advertising appeals and customer value on consumer purchase intention to luxury goods, the perceived risk as a moderator. 306 effective samples were collected. By implement the multi-regression and ANOVA analysis to verify each hypothesis, this research founded :
1. There is a significant positive influence on consumers’
purchase intention of luxury bags by the identification
of advertising and customer value.
2. There is a positive significant influence on consumer’
purchase intention of luxury bags by the identification
of advertising appeals, no matter of central or
peripheral routes.
3. There is a positive significant influence on consumer’ purchase intention of luxury bags by customer value.
4. The perceived risk has a moderator effect on the influence of customer value to consumer purchase intention. When consumer has higher perceived risk, even the consumer has higher customer value will also reduce their purchase intention.
According to the study results, the managerial implications of the study, shows that identification of different advertising appeals both can increase consumers' purchase intentions. Shows the effect of the path itself, if it works, you can have an impact on consumers. In addition, the luxury products provider can provide more complete product information to consumers who are more involved, and even to attract potential consumers’attention.